1 / 28

Unlocking Perceptions: The Power of Schemas in Management Communications

Explore how schemas are the building blocks of our perception, enabling us to interpret, comprehend, and act upon the world around us. Discover how familiar schemas cue interactions and scripts for effective communication and innovation. Learn how to harness the power of established schemas and scripts for successful engagement and immersion in various scenarios. Delve into the core narrative schemas and understand the dynamics of steady states, breaches, and actions within different contexts, from mysteries to everyday interactions.

tate-dyer
Télécharger la présentation

Unlocking Perceptions: The Power of Schemas in Management Communications

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Schemas, Stories, and Interfaces Jane Douglas Management Communication

  2. Schemas • Building blocks of perception • Schemas enable us to perceive the world • Scripts to act on the world

  3. Schemas • Establish users within world • Establish expectations • Enable interpretation/comprehension • Enable action

  4. Schemas • Also cue interaction • The more conventional or familiar the schema, the less cueing necessary • Max Payne vs Black & White

  5. Other Uses for Schemas • Design of innovations to guarantee rapid uptake and widespread adoption • Mapping stories onto FSMs • Aesthetic computing

  6. Common schemas • Restaurant schema • Classroom schema • Work schema

  7. Schemas provide fine details that inform our expectations • Romantic comedy schema • Suspense schema • Mystery schema • Macintosh desktop schema • PalmPilot schema • TiVo schema

  8. Schemas also provide blueprints for action • If schemas enable us to perceive the world, scripts provide the means for us to act upon it. • Schemas may cue scripts. • Affordances may cue schemas or scripts.

  9. Innovation and schemas • The secret to successful innovation lies not in inventing new schemas but in cueing familiar scripts that can eventually hew to multiple schemas. • Examples: Prodigy versus AOL • Apple Newton versus US Robotics PalmPilot

  10. Innovation and schemas • As genres mature, the schemas/scripts can become more flexible. • Sixth Sense and the horror schema • Contrast even GTA III with GTA: Vice City.

  11. Schemas and console games • Shooters Strategy • Hunt-quest • Mystery

  12. Schemas and immersion • When we’re squarely situated within a familiar schema, even if we’re interacting intensively with a game (think twitch play), we are fully immersed within its world.

  13. Schemas and engagement • When, however, a text is cueing multiple schemas or requires us to invoke schemas from outside the game/text world to interact with or understand them, we tend to be engaged.

  14. Immersion…Engagement…Flow • Not a continuum so much as an X-Y axis, with what psychologists dub a “flow” state lying in the zone where the axes intersect. • In a flow state, you’re both immersed and engaged.

  15. Schemas and Scripts • Conventional schemas = familiar scripts • Less breaking frame for scripts • More immersion, less engagement

  16. Design Implications • The more the tools for play are embedded naturally within both the frame of the game/genre schema and the narrative, the more immersive the game.

  17. Core narrative schemas Steady state Breach/change Redress/action Steady state

  18. Core narrative schemas Steady state Breach/change Redress/action Breach/change

  19. For Example…Mystery • Another ordinary day in the village. = Steady state • One of the residents is discovered dead. = Change/Rupture Detectives set about discovering the identity of the killer = Action/Redress

  20. For Example…Mystery, cont. Killer panics and begins covering tracks = Change/Rupture Detectives follow trail of bodies/evidence = Action/Redress Killer crumbles under pressure or confesses = Action/redress Order is restored = Steady state

  21. FSMs • Steady State = Coke machine • Change = money in • Action = make selection • Change = drink dispensed • Action = change returned • Steady State

More Related